Leverage for music development
YouTube platforms announced that they will stop operating the Trending page, switching to a popular content display model for each specific category on the YouTube Charts system, including: Trending music videos, weekly Podcasts, and movie trailers of interest.
Over the past 10 years, the Trending board has been considered a "golden brand" proving the extent of video spread on this platform. The trending list also promotes a new trend in music - singers invest in video production, taking care of both listening and viewing to maximize the profit and impact of the product.
Now, the audience is not only interested in the melody and lyrics, but also the story and script of the MV. At one point, Vietnamese music witnessed music videos that were up to 15 minutes long, and were commented to be no different from a short film with music. YouTube opens up a parallel listening - viewing space for music, something that independent music charts such as Spotify, Apple Music, ZingMP3 cannot optimize.
In recent years, YouTube has become a fertile land for Vietnamese singers to exploit, from original music videos to a series of videos that follow, attracting tens to hundreds of millions of views. Son Tung M-TP, Erik, Hoa Minzy, Duc Phuc... all spent huge sums of money to produce MVs, and they could earn hundreds of millions of views after a few months.
From the trend of audiences "watching music", music TV shows exploded and became a digital music phenomenon. After the final round of Say Hi Brother, there were 9 videos from this program in the top 10 Trending. There was a period when new songs were continuously released at the competition nights, in the top 20, the "brothers" occupied 15 positions.
The YouTube coronation takes place every day, changing every hour and becoming one of the important indicators of the spread of a music product. YouTube's profits have also been significantly increased, becoming a sources of income for music production units.
Talking to reporters, a representative of BH Media - a unit that supports hundreds of music channels developed on YouTube - said that for a music product, channel owners will receive 55% of total video revenue, YouTube will receive 45%. Of that 45%, YouTube deducts about 10 - 15% of total video revenue to pay for copyright fees.
Top 1 is not popular with all
Now, with the change in rankings and music divided into separate categories, the success of a music video depends not only on the position on the chart, but also on whether the product is recommended to the right viewers, appears in a specialized category and is naturally spread to the audience or not.
With the music trend gradually shifting to YouTube and music shows taking over the airwaves, musician Nguyen Van Chung said that the songs appearing on YouTube Trending prove that the song/ video is being cared for, interacted with and shared by many audiences and viewers. However, YouTube is not a music chart, so YouTube is not a measure of the artistic quality of music as people mistakenly believe.
Musician Giang Son expressed his opinion that since having his own YouTube Music section in the Trending chart, this platform can compete with music charts such as Spotify, iTunes, Apple Music... Therefore, if the singer does not have money to promote and communicate, it will be difficult to become famous at the present time.
A video that is in the trending list can go viral on social media, but when it loses the advantage of attractive views, the songs that "make waves" on YouTube will enter a fair race, where the quality of music can truly conquer the audience, expressed through the number of monthly listens and the time to stay in the rankings.
